Find and Fix Data Gaps in Amazon Listings

Key Takeaway: Using automated APIs for Amazon listing audits helps identify critical data gaps. It can improve Item Data Quality scores and boost conversion rates by up to 20%.

Key Terms

• Amazon Listing Audit: Systematic review of product listings to identify missing data, optimization opportunities, and compliance issues.
• IDQ Score: Item Data Quality score (0-100) that Amazon uses to measure listing completeness and quality.
• A+ Content: Enhanced Brand Content that allows brand-registered sellers to add rich media to product descriptions.

What Is an Amazon Listing Audit?

An Amazon listing audit reviews your product pages to find missing information and optimization gaps. Think of it as a health check that identifies why some products aren’t converting well.

In our tests analyzing product data across Amazon listings, we find that products with complete, optimized data outperform incomplete listings. Amazon’s official data shows that Basic A+ Content can increase sales by up to 8%, while Premium A+ Content can increase sales by up to 20%.

An effective audit examines:

• Title optimization and keyword placement
• Image quality and quantity (Amazon allows up to 9 images)
• Bullet point completeness
• Product descriptions and A+ Content
• Backend search terms and attributes
• Review health and ratings

Why Listing Quality Matters

Listing quality is a major ranking factor in Amazon’s search algorithm. It’s measured through the Item Data Quality (IDQ) score, which ranges from 0 to 100.

Products need an IDQ score of 90 or above to be included in Amazon’s search algorithm. Higher scores deliver:

• Better Search Rankings: Complete listings rank higher in search results.
• Higher Conversion Rates: Statista research shows Amazon conversion rates averaged 12% in the U.S. and 13.3% in the UK for sponsored products in 2022.
• Results Inclusion: Only complete listings are shown in search results

Listings missing data have problems, including:

• Lower Performance: Amazon conversion rates are consistently between 9-15%, but incomplete listings perform far below this benchmark.
• Suppressed Listings: Amazon hides incomplete listings from search results until they’re fixed.

Key Data Points to Audit

Product Titles

The title should include primary keywords, but still be readable. 200 characters is the maximum for most categories, and special characters are allowed. Be sure to include brand name, key features, and size.

Images and Visual Content

Amazon has specific image requirements. You need:

• Main image with white background, product fills 85% of frame
• Minimum 1000 x 1000 pixels (2000 x 2000 recommended)
• At least five images showing different angles and use cases

A+ Content

Brand-registered sellers should leverage A+ Content. Amazon’s data confirms Premium A+ Content can boost sales by up to 20% through enhanced visual storytelling.

Backend Attributes

Many sellers miss backend attributes that affect IDQ scores:

• Complete product attribute data (material, size, target audience)
• Search terms using all available character space
• Accurate browse node classification
• Product identifiers (UPC, EAN, etc.)

Automating Your Audit Process

Manual audits work for small catalogs, but are impossible at scale. You need automated solutions for continuous monitoring when managing hundreds of SKUs.

Using APIs for Audits

The Rainforest API enables systematic, automated Amazon listing audits at scale.

API Request Example:

curl -L GET https://api.rainforestapi.com/request \
  -d api_key="your_api_key" \
  -d type="product" \
  -d asin="B073JYC4XM" \
  -d amazon_domain="amazon.com"

  

This returns comprehensive data including:

• Complete product specifications and attributes
• Image count and quality metrics
• Pricing and availability information
• Review data and ratings

Source: Rainforest API Product Data Documentation

Bulk Monitoring

For large catalogs, audit hundreds of products simultaneously:

import requests

params = {
    'api_key': 'your_api_key',
    'type': 'product',
    'asins': 'B073JYC4XM,B072HRDM55,B06XX29S9Q',
    'amazon_domain': 'amazon.com'
}

response = requests.get('https://api.rainforestapi.com/request', params)
audit_results = response.json()

  

Frequently Asked Questions